Senin, 28 November 2011

[U471.Ebook] Download Outliers: The Story of Success, by Malcolm Gladwell

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Outliers: The Story of Success, by Malcolm Gladwell

In this stunning new book, Malcolm Gladwell takes us on an intellectual journey through the world of "outliers"--the best and the brightest, the most famous and the most successful. He asks the question: what makes high-achievers different?

His answer is that we pay too much attention to what successful people are like, and too little attention to where they are from: that is, their culture, their family, their generation, and the idiosyncratic experiences of their upbringing. Along the way he explains the secrets of software billionaires, what it takes to be a great soccer player, why Asians are good at math, and what made the Beatles the greatest rock band.

Brilliant and entertaining, Outliers is a landmark work that will simultaneously delight and illuminate.

  • Sales Rank: #4044 in Books
  • Brand: Little, Brown and Company
  • Published on: 2008-11-18
  • Released on: 2008-11-18
  • Ingredients: Example Ingredients
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.38" h x 1.13" w x 5.75" l, .60 pounds
  • Binding: Hardcover
  • 309 pages
Features
  • Great product!

Amazon.com Review
Amazon Best of the Month, November 2008: Now that he's gotten us talking about the viral life of ideas and the power of gut reactions, Malcolm Gladwell poses a more provocative question in Outliers: why do some people succeed, living remarkably productive and impactful lives, while so many more never reach their potential? Challenging our cherished belief of the "self-made man," he makes the democratic assertion that superstars don't arise out of nowhere, propelled by genius and talent: "they are invariably the beneficiaries of hidden advantages and extraordinary opportunities and cultural legacies that allow them to learn and work hard and make sense of the world in ways others cannot." Examining the lives of outliers from Mozart to Bill Gates, he builds a convincing case for how successful people rise on a tide of advantages, "some deserved, some not, some earned, some just plain lucky."

Outliers can be enjoyed for its bits of trivia, like why most pro hockey players were born in January, how many hours of practice it takes to master a skill, why the descendents of Jewish immigrant garment workers became the most powerful lawyers in New York, how a pilots' culture impacts their crash record, how a centuries-old culture of rice farming helps Asian kids master math. But there's more to it than that. Throughout all of these examples--and in more that delve into the social benefits of lighter skin color, and the reasons for school achievement gaps--Gladwell invites conversations about the complex ways privilege manifests in our culture. He leaves us pondering the gifts of our own history, and how the world could benefit if more of our kids were granted the opportunities to fulfill their remarkable potential. --Mari Malcolm

From Publishers Weekly
SignatureReviewed by Leslie ChangIn Outliers, Gladwell (The Tipping Point) once again proves masterful in a genre he essentially pioneered—the book that illuminates secret patterns behind everyday phenomena. His gift for spotting an intriguing mystery, luring the reader in, then gradually revealing his lessons in lucid prose, is on vivid display. Outliers begins with a provocative look at why certain five-year-old boys enjoy an advantage in ice hockey, and how these advantages accumulate over time. We learn what Bill Gates, the Beatles and Mozart had in common: along with talent and ambition, each enjoyed an unusual opportunity to intensively cultivate a skill that allowed them to rise above their peers. A detailed investigation of the unique culture and skills of Eastern European Jewish immigrants persuasively explains their rise in 20th-century New York, first in the garment trade and then in the legal profession. Through case studies ranging from Canadian junior hockey champions to the robber barons of the Gilded Age, from Asian math whizzes to software entrepreneurs to the rise of his own family in Jamaica, Gladwell tears down the myth of individual merit to explore how culture, circumstance, timing, birth and luck account for success—and how historical legacies can hold others back despite ample individual gifts. Even as we know how many of these stories end, Gladwell restores the suspense and serendipity to these narratives that make them fresh and surprising.One hazard of this genre is glibness. In seeking to understand why Asian children score higher on math tests, Gladwell explores the persistence and painstaking labor required to cultivate rice as it has been done in East Asia for thousands of years; though fascinating in its details, the study does not prove that a rice-growing heritage explains math prowess, as Gladwell asserts. Another pitfall is the urge to state the obvious: No one, Gladwell concludes in a chapter comparing a high-IQ failure named Chris Langan with the brilliantly successful J. Robert Oppenheimer, not rock stars, not professional athletes, not software billionaires and not even geniuses—ever makes it alone. But who in this day and age believes that a high intelligence quotient in itself promises success? In structuring his book against that assumption, Gladwell has set up a decidedly flimsy straw man. In the end it is the seemingly airtight nature of Gladwell's arguments that works against him. His conclusions are built almost exclusively on the findings of others—sociologists, psychologists, economists, historians—yet he rarely delves into the methodology behind those studies. And he is free to cherry-pick those cases that best illustrate his points; one is always left wondering about the data he evaluated and rejected because it did not support his argument, or perhaps contradicted it altogether. Real life is seldom as neat as it appears in a Malcolm Gladwell book. (Nov.)Leslie T. Chang is the author of Factory Girls: From Village to City in a Changing China (Spiegel & Grau).
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Bookmarks Magazine
What explains whether or not Outliers succeeded with a given reviewer? Sometimes, Gladwell's trademark style and wit were sufficient. Many critics noted some anecdotes that did not quite seem coherent, but they commended the book anyway because Gladwell is so entertaining and enthusiastic. Yet Gladwell's talent alone was insufficient to earn reviewers' highest marks. (Indeed, several who focused on this aspect of the book were annoyed that the author seemed to be merely offering common sense with a New Yorker sheen.) The reviewers with whom Gladwell truly succeeded were those who noticed the moral message of his book: if the factors that determine greatness are so much more complicated than individual efforts, our society should provide a nurturing environment where serendipitous coincidences abound and every person has a real chance to succeed.
Copyright 2008 Bookmarks Publishing LLC

Most helpful customer reviews

425 of 470 people found the following review helpful.
What Makes Success? A Little Blt of a Lot of Things. (A teacher's review)
By Kevin Currie-Knight
In Outliers, Malcolm Gladwell seeks to disabuse us of the notion that genius and greatness are predominantly a function of innate ability and IQ. He rightly notes that while IQ is certainly a contributor, it reaches a "point of diminishing returns" after a while: once people score about 130, IQ becomes less important and "intangibles" (my term) become more important.

The book, then, focuses on what these "intangibles" are. Gladwell suggests that things like what income level, culture, and time of a child's birth are important contributors to success, as well as a person's tenacity and agility. As the last of these is the least conventional, think of it this way: Bill Gates, Steve Jobs, and many other computer masterminds would likely not have distinguiished themselves were they born 10 years earlier (as they would not have been exposed to computers in high-school/college, and would have been in their mid-thirties by the time computers really took hold, likely already in other careers by that point in their lives.)

How does culture matter? Think about the discrepancy between how many days per year American children spend in school (180) versus Asian students (280), and how many more social expectaitons Asian students are borne into? Certianly this will affect academic and other achievement.

Now, I should point out that Gladwell is quite adept at anecdotal story telling and is much less adept at statistical analysis. As such, he could be justly accused of overstating his case (and maybe even finding patterns where he wants to see them, rather than where they exist.) Gladwell is definitely writing for the popular market so anyone wanting good "back up" of his arguments may find themselves disappointed by his cherry-picking of examples.

That said, Gladwell's book contains some interesting and provocative ideas, especially for educators and those concerned with education. His last chapter - about the KIPP schools - is a fascinating plea for American schools to infuse more rigor (and quantity) to the educational school year. As a main part of Gladwell's thesis is that how hard one works (and is willing to work) is endemic to one's likelihood of success, we set students up for failure by not expecting them to work as hard as other countries expect of their students.

For a fun read which introduces some interesting ideas, Gladwell's "Outliers" is a decent book. Those who want a little more scholarly meat may come away disappointed.

307 of 344 people found the following review helpful.
A Lot Like Gladwell's Other Books
By Succcessful Investor
Gladwell seems to have perfected a formula:
1. Latch onto a catchy concept.
2. Think of a great, catchy one- or two-word title.
3. Write a thin, small book.
4. Start your book with a decent analysis of some facts that support your catchy thesis, hook the reader, then let the book slide into a series of anecdotes and stories. Don't "prove" your thesis, just illustrate it.
5. Charge a lot for it (in both absolute dollars and cost-per-word).
6. Get a terrific, minimalist cover design.
7. Let the royalties and accolades roll in.

Each of Gladwell's three books ("Tipping Point," "Blink," and "Outliers") follows this formula. It's a proven winner, and at the end of this book, he goes into full rooting mode for another hit in his Acknowledgements: "[A colleague] and I have been two for two so far, and...here's hoping we go three for three." Wow. Let's just set up a toll-booth.

I don't agree with the five-star reviews. The book is just too thin, anecdotal, and un-analytical to be taken very seriously. On the cover flap, it says that "Tipping Point" changed the way we understand the world, "Blink" changed the way we think about thinking, and "Outliers" will transform the way we understand success. Uh, no. They are all decent books with provocative theses, but none has enough "there" there to change the way most people think about anything.

I also don't agree with the one-star reviews. Gladwell's topics are provocative, his books are easy reads (this one took me just a few hours on vacation, and I'm not that fast a reader), and the stories and anecdotes are interesting. I found myself pretty convinced that birthdates are important to hockey success (so he hooked me with the first part of the book), but each successive chapter became less fact-based and more story-based. That said, it's a nice easy read, and I learned a thing or two. His books are not worthless.

So I give it a nice easy 88-mph down the middle three stars. I must admit, I admire the success he has had with his formula. He makes it look pretty easy.

1 of 1 people found the following review helpful.
Work of Genius
By Deogratias Rweyemamu
Rarely do I find such great storytelling skill in works of nonfiction. I went chapter after chapter excited with Gladwell's perspective on Outliers. Clearly, he must have spent a great deal of time researching for the book, and I daresay the effort has paid off. I recommend this book to everyone with questions on success, especially the young generation that is preparing for the world ahead.

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Kamis, 24 November 2011

[J173.Ebook] Free Ebook The Analects (The World's Classics), by Confucius

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The Analects (The World's Classics), by Confucius

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The Analects (The World's Classics), by Confucius

Few individuals have shaped their country's civilization more profoundly than the Master Kong, better-known as Confucius (551-479 BC). His sayings and those of his disciples form the foundation of a distinct social, ethical, and intellectual system. They have retained their freshness and vigor throughout the two and a half millennia of their currency, and are still admired even in today's China.
This lively new translation offers clear explanatory notes by one of the foremost scholars of classical Chinese, providing an ideal introduction to the Analects for readers who have no previous knowledge of the Chinese language and philosophical traditions.

  • Sales Rank: #2215429 in Books
  • Brand: Brand: Oxford University Press, USA
  • Published on: 1993-12-09
  • Original language: Chinese
  • Number of items: 1
  • Dimensions: 7.22" h x .30" w x 4.56" l,
  • Binding: Paperback
  • 160 pages
Features
  • Used Book in Good Condition

Review

"This is a fine new translation of The Analects. The introduction, notes, and extensive index provided by the translator, Raymond Dawson, are particularly helpful."--Wayne D. Owens, Incarnate Word College


"This tightly edited and prefaced edition is true to the translation and historical work. While small, it is still powerful and important. While early in the history of writing, it still connects with readers today."--Professor Eric Wignall, Valparaiso University


"This is a useful translation for an introductory course in Chinese and Eastern Philosophy or ethics."--Professor C.Y. Cheng, University of Hawaii


"Finally a good translation!"--Kelley L. Ross, Los Angeles Valley College


"Excellent translation, helpful notes, beautiful cover!"--John M. Koller, Rensselaer Polytechnic Institute


Language Notes
Text: English (translation)
Original Language: Chinese

About the Author
Raymond Dawson is at Wadham College, Oxford.

Most helpful customer reviews

2 of 2 people found the following review helpful.
First-rate first Confucius
By Christopher Tricarick
This was the first translation of the Analects that I read. It has faults, but so too does every other translation, and there is no translation that reads more delightfully than this one does; Dawson may be the only really elegant writer of prose to have undertaken an Analects translation. Dawson's besetting sin is a flood of conjunctions and transitions which have no root in the original. Take the following for example:

"The wise delight in water, but the humane delight in mountains. For although the wise are active, the humane are at rest. And although the wise will find joy, the humane will have long life." Here the words "but" "for although" and "and although" are purely Dawson's creation: there is nothing correspoinding to them in the original.

But if this is the worst sin a translator has, we may breathe freely. Lau similarly--in fact to a far worse degree-overlards his translations with verbiage, and he cannot plead the excuse of elegance. Let's compare them. Here is Lau:

"A man is worthy of being a teacher who gets to know what is new by keeping fresh in his mind what he is already familiar with." 27

Would anyone reading that sentence remember it as something inspiring or exciting? And why can Lau not refrain from all the useless padding?

Here is Leys:

"He who by revising the old gets to know the new is fit to be a teacher." 17

A bit better--we don't quite fall alseep here at least--but "revise" is cold and, as we shall see, a strange choice.

And now Dawson:

"If by keeping the old warm one can provide understanding of the new, one is fit to be a teacher." 20

Is there a comparison? I can remember how exciting I found those words the first time I read them! The original has a concision of which English is incapable: "Warm old and know new, can be teacher indeed" would be a word-for-word attempt. Ten words--to Leys' 17, Dawson's 20, and Lau's (typically egregious) 27. "Know new" could mean either the man himself knowing the new, or providing such knowledge to others, or both; classical Chinese admits of these ambiguities, and it gets to the point where ambiguity becomes greater precision, as the knowledge here can be conceived of as communal and indivisible. Dawson has taken a few liberties; we could probably not justify "provide understanding" from a strict analysis of the original, although even here a defence could be mounted, for the Chinese word "knowledge" or "know" includes the sense of wisdom as well. But "keep warm" keeps the "warm" in the sentence, which neither Lau nor Leys seems interested in. Yet it is important! The soul of the Analects is alive in this translation as it is not in the others.

This book is not equipped with much in the way of scholarly or philological notes, but there are enough notes to clear up the obvious problems. I would strongly recommend this as a first Analects; it's better simply to enjoy and mull over the words themselves without getting caught up in the web of secondary concerns that heavily annotated books tend to drift into. The only really good translation is five or six translations read side by side, for comparison, along with the original, but starting with this one would be the most enjoyable way to get into the world of Confucius.

6 of 10 people found the following review helpful.
The Layman's Review
By A. J. Valasek
Before purchasing this book, one needs to ask themselves why they want it. If you are purchasing this book to perform a comparitive review on the contextual issues involved with the translation of ancient Chinese for the modern scholar, you will likely be disappointed.

However, if you are simply trying to familiarize yourself with an ancient philosophy of the Far East, this book will do nicely. If you are able to focus on the ideas rather than the grammar, you will be pleased. This book contains a wealth of common sense virtues and would be an absolute "must" for an aspiring political scientist, as it contains a healthy dose of political savvy.

Finally, the reader must keep in mind while reading this that Confucianism did not take hold for many years after Master Kong's death. Such is the way of all wisdom.

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Sabtu, 12 November 2011

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The Wolf's Tooth: Keystone Predators, Trophic Cascades, and Biodiversity, by Cristina Eisenberg

Animals such as wolves, sea otters, and sharks exert a disproportionate influence on their environment; dramatic ecological consequences can result when they are removed from—or returned to—an ecosystem.
 
In The Wolf's Tooth, scientist and author Cristina Eisenberg explores the concept of "trophic cascades" and the role of top predators in regulating ecosystems. Her fascinating and wide-ranging work provides clear explanations of the science surrounding keystone predators and considers how this notion can help provide practical solutions for restoring ecosystem health and functioning.
 
Eisenberg examines both general concepts and specific issues, sharing accounts from her own fieldwork to illustrate and bring to life the ideas she presents. She considers how resource managers can use knowledge about trophic cascades to guide recovery efforts, including how this science can be applied to move forward the bold vision of rewilding the North American continent. In the end, the author provides her own recommendations for local and landscape-scale applications of what has been learned about interactive food webs.
 
At their most fundamental level, trophic cascades are powerful stories about ecosystem processes—of predators and their prey, of what it takes to survive in a landscape, of the flow of nutrients. The Wolf's Tooth is the first book to focus on the vital connection between trophic cascades and restoring biodiversity and habitats, and to do so in a way that is accessible to a diverse readership.

  • Sales Rank: #787696 in Books
  • Brand: Brand: Island Press
  • Published on: 2011-01-01
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .80" w x 6.00" l, .80 pounds
  • Binding: Paperback
  • 272 pages
Features
  • Used Book in Good Condition

From Booklist
What do wolves have to do with the viability of trees? Or sea otters with kelp? Conservation biologist Eisenberg explains the far-reaching impact of such keystone species on their habitats in her debut book, which is rooted in the seminal work of Aldo Leopold, who traced the energy flow of the food chain, and the much debated “green world hypothesis,” which states that the world is green because predators keep herbivores in check. Eisenberg shares eye-opening revelations regarding the full scope and astonishing subtleties of predator/prey relationships and their immense ecological impact. Drawing on her own fieldwork with wolves, she observes that when they are eradicated, entire biotic communities are jeopardized, including aspen stands, in a process known as a trophic cascade. This waterfall or domino effect gravely diminishes terrestrial and marine ecosystems. Eisenberg cites vivid examples in Yellowstone, the Aleutian Islands, Amazon rain forests, and coral reefs that affirm the core truth about nature: it's all about relationships. An enlightening work that will advance understanding of biodiversity and how to sustain it. --Donna Seaman

Review
"An enlightening work that will advance understanding of biodiversity and how to sustain it." (Booklist)

"[S]trike[s] at the heart of what it means to be a biologist." (The Scientist)

"A wonderful example of the inspiration that comes from the natural history set." (BioScience)

"Fully referenced, meticulously researched and beautifully written, The Wolf's Tooth is an absorbing read for anyone interested in biodiversity, ecology, conservation or wildlife management....everyone with a serious interest in ecology, conservation, ecosystem management and/or biodiversity should read Eisenberg's book. I loved it, and developed an enhanced understanding of trophic cascades research and ecosystem change. In a world where habitats and communities are changing fast due to human action, such concepts as sequential faunal collapse and ecosystem degradation are going to become all too familiar." (Tetrapod Zoology)

"[C]olourful...The author's writing style is readable, enjoyable and occasionally extremely lyrical...an extremely interesting and enjoyable synthesis of the science of trophic cascades." (Oryx)

"The Wolf's Tooth is an engaging read which will be of wide interest to all ecologists, even those whose research is not focussed on predators." (Austral Ecology)

"A fascinating book. If you want to know more about the relationship between animals and the land they live in it's a worthwhile read with the potential to open many people's hearts, minds and eyes." (Wolf Print)

"Eisenberg is that rare writer who blends accessible descriptions of science with a lyrical sensitivity to the spiritual qualities of nature. Here, she uses these talents to present a highly readable summary of trophic cascades, the ripples felt through marine, terrestrial, and aquatic ecosystems when top predators are removed or reintroduced. The result of this blending of science and aesthetics is an engaging and even uplifting read. Highly recommended." (CHOICE)

"This engaging book explores the reasons we need big predators and explains the most revolutionary idea found in contemporary ecology: trophic cascades. For nearly a century ecologists have believed that nature is democratic, governed from the bottom up by the amount of solar energy converted to green biomass, the food of herbivores. Eisenberg makes the case for the alternative view—top-down control of ecosystems by predators and other keystone species—while diplomatically exploring a path for reconciling these disparate views." (Michael Soulé Professor Emeritus, University of California, Santa Cruz)

"Cristina Eisenberg weaves her observations as a scientist and her personal experiences afield into a resonant account about the web of life that links humans to the natural world. Grounded in best science, inspired by her intimate knowledge of the wolves she studies, she offers us a luminous portrait of the ecological relationships that are essential for our well-being in a rapidly changing world. The Wolf's Tooth calls for a conservation vision that involves rewilding the earth and honoring all our relations." (Brenda Peterson author of I Want to Be Left Behind: Finding Rapture Here on Earth)

"We've been practicing 'scientific' wildlife management for decades with a shaky grasp of how natural systems actually work. As the focus shifts, at last, from favored species toward biodiversity and community ecology, exciting new concepts such as trophic cascades and the keystone roles played by long-reviled predators come to the fore. This is the next level of conservation, as complex as it is crucial. You couldn't ask for a better guide than Cristina Eisenberg, blending tales from her own field studies with wonderfully clear explanations of the connections that keep nature vibrant and whole over time." (Douglas H. Chadwick wildlife biologist, conservation reporter, and author of The Wolverine Way)

"The Wolf's Tooth takes a venerable but misunderstood concept in ecology and renders it fresh, clear, and vital. In elegant prose drawn from her own deep experience in the field, Cristina Eisenberg has written a genuinely important contribution to the conservation biology canon. Besides showing how trophic cascades actually work, and how top predators can help rewild North America, her book is a fine primer for both theoretical and practical ecology." (Robert Michael Pyle author of Wintergreen and Chasing Monarchs)

"A scientist with a poet's command of language, Cristina Eisenberg writes with precision and passion . . . takes her reader on a breathtaking, sometimes heartbreaking tour of the planet from the Gulf of Maine to the Amazonian rain forests, the tropical coral reefs to old growth forests of the Northwest as well as rivers, lakes, and wetlands. I found the wealth of information not only accessible but riveting . . . Eisenberg's powerful, beautifully written book . . . has the potential to open many people's eyes, minds, and hearts." (Elizabeth Cunningham Huffington Post)

About the Author
Cristina Eisenberg is a conservation biologist at Oregon State University, College of Forestry, and Boone and Crockett Fellow who studies how wolves affect forest ecosystems throughout the West.

Most helpful customer reviews

25 of 25 people found the following review helpful.
Connections
By T. Hogan
The fundamental insight of ecology is that all of life is connected. Cristina Eisenberg's "The Wolf's Tooth" explores this interdependence through the lens of food webs in wild nature.

With the restoration of the gray wolf to Yellowstone National Park, the idea that ecosystems can be shaped by predators at the top of the food chain - trophic cascades - has gained increased attention from ecologists and conservationists. "The Wolf's Tooth" is a measured look at this idea of "top-down regulation," not overplaying the story, but still emphasizing its too-often-overlooked role in food web dynamics. One of the singular strengths of the book is in bringing focus to the role keystone species can play in restoring and rewilding landscapes.

Interweaving personal stories with a wealth of research, Eisenberg carefully guides the reader through the science in a manner accessible to the interested layperson. In the end, one is left with the truism that wild nature is not only more complicated than we think, it's more complicated than we can think. Getting there is a fascinating journey populated with willows, wolves, and warblers, as well as starfish and sea otters, conservationists and ranchers, and an intrepid field ecologist following the spoor of Aldo Leopold who always told his children, "it's all about relationships."

20 of 20 people found the following review helpful.
An interesting overview of the state of ecosystem management science
By Elisabeth Carey
This is a useful and interesting overview of the state of ecosystem management science, its history, complexities, and uncertainties. Eisenberg interlaces accounts of her own research on wolves, elks, aspens, and songbirds in Colorado, Wyoming, and elsewhere, with accounts of what others are doing or have done in similar settings and in very different ones. These include the Theodore Roosevelt Memorial Ranch in Montana, a working ranch that operates as a demonstration of how conservation and ranching can work in harmony, making a productive ranch in a wild landscape that includes bears, wolves, cougars, elk, mule deer, and other wildlife normal absent or barely hanging on in ranching territory.

The main point here is to explain the current state and history of ecological science. Eisenberg lays out the evidence of the importance of keystone predators, such as wolves in North America and sharks in the oceans, in maintaining a healthy level of biodiversity. One example: In the absence of wolves, elk overbrowse aspen saplings, leading to a lack of aspen in the middle age ranges, leading to a lack of the songbirds for whom a healthy density of mature and near-mature aspens are the preferred habitat. Over the last couple of decades, field research has strongly reinforced the importance of these keystone predators in maintaining the diversity that we need in order to continue to live comfortably on this planet.

But the top-down effects of keystone predators aren't the whole story. Food supply, disease, climate change, and other "bottom up" effects are also important, and interact with the top-down effects of keystone predators. In some circumstances one is more important, in other circumstances the other is more important--and the same ecosystem can flip from one to the other as its major force due to disruptions such as fires, volcanic eruptions, or human habitat destruction.

At times this is a bit dry, but other parts are lively and interesting, and overall this is very useful background for understanding environmental issues that make the news and affect our daily lives.

Recommended.

I received a free electronic galley of this book from the publisher via NetGalley.

17 of 18 people found the following review helpful.
inspirational and informative!
By Brian Mcaveney
I found The Wolf's Tooth very inspirational and informative. It continues to amaze me the impact one species can have on our environment. Being a landscape architect, the relationship between the animal and the land, and how keystone species can spur landscape restoration and shape landscapes really hits home with me and I find it greatly interesting. I highly recommend this book for anyone who cares for, and is passionate about, restoring our country's biodiversity and ecosystems. a great read!

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Rabu, 09 November 2011

[K991.Ebook] Download Strategic Advertising Management, by Larry Percy, Richard Rosenbaum-Elliott

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Strategic Advertising Management, by Larry Percy, Richard Rosenbaum-Elliott

Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.

  • Sales Rank: #942160 in Books
  • Brand: Brand: Oxford University Press, USA
  • Published on: 2012-05-16
  • Original language: English
  • Number of items: 1
  • Dimensions: 7.40" h x .90" w x 9.70" l, 2.10 pounds
  • Binding: Paperback
  • 416 pages
Features
  • Used Book in Good Condition

Review
`Strategic Advertising Management is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising.. . The book contains numerous examples of successful advertising images alongside commentary illustrating just what goes into making an effective advert.' JISSM Vol 7 No 2,

About the Author
Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising
research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of
the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was
formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising,
dysfunctional consumer behaviour, and consumption and self-identity issues.

Most helpful customer reviews

0 of 0 people found the following review helpful.
Not Compatible Across all Kindle Readers
By M&M2
This review is on the compatibility of the ebook. If you plan on reading this book digitally across devices, I don't recommend the ebook version. It cannot be read on the kindle paper white or on the kindle cloud. I returned the electronic version and am now renting.

0 of 0 people found the following review helpful.
Bought it for class.
By Amazon Customer
The book is informational, but is quite a boring read. If I didn't have to take the class that required it, I would probably have never touched it.

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